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论文编号：	12133
作者编号：	2320180702
上传时间：	2020/12/13 18:41:21
中文题目：	宏济堂药业集团OTC产品营销策略优化研究
英文题目：	Research on marketing strategy optimization of OTC products of hongjitang Pharmaceutical Group
指导老师：	张永强
中文关键字：	宏济堂药业;OTC产品;营销策略优化;4P理论
英文关键字：	hongjitang pharmaceutical;OTC products;optimization of marketing strategy;4P theory
中文摘要：	医药市场与居民生活息息相关，在宏观经济快速发展的背景下，我国政府对于医药市场的重视程度及资金投入不断提升。降低药价、减少非必要治疗，是宏观政策的主要方向。在此背景下，药品更新速度逐渐加快、市场规模也出现阶段性下滑。依靠传统营销模式的中小药企陷入发展瓶颈，销售额、净利润均显著下降。 宏济堂药业集团股份有限公司，总部位于山东省济南市。由乐镜宇先生于1907年创建，总占地面积超过60000平方米，各类制药设备600余台，现有一线职工500余人，专业技术人员300余人，年销售额保持在5亿元左右，其中OTC产品占到营业收入和利润的80%以上。2013年后，宏济堂药业的销售额与净利润同步下滑，且净利润下滑幅度高于销售额。该公司在付出高额成本的条件下，并未带动销售额增长。如此境遇，在同类企业中普遍存在。 本次研究基于案例分析法，以宏济堂药业OTC产品为例，分析该企业营销策略的不足与优化策略。文章首先设计基于4C理论和PEST分析法的问题研究，并结合专家访谈法与市场环境分析，提出8项营销策略的不足之处。其中，产品策略的问题包括主营产品陷入衰退周期、“机翼”产品缺乏卖点。价格策略的问题包括单品利润低、终端售价高。渠道策略的问题包括渠道控制乏力、渠道利润过高。推广策略的问题包括品牌识别度低、推广渠道单一。 针对以上不足，再次设计优化策略。首先，文章提出通过系列化包装，提升产品卖点的应对策略，以帮助宏济堂药业孕育新型主营产品。其次，文章将提出，通过改变消费者预期，降低药店利润要求，缩小边际利润率，扩大营业收入，进而提升宏济堂药业整体利润的应对策略。第三，文章针对宏济堂药业的营销渠道，分别设计渠道强化策略。最后，文章将从优化推广手段着手，提出利用先进手段，提升宏济堂药业品牌识别度的具体策略和人才队伍、信息化系统、文化建设和资本及商业模式创新的实施保障。经专家组测评，优化结论展现出良好效用，可为同类企业提供参考。
英文摘要：	The health care market is closely related to people's life. Under the background of rapid development of macro-economy, the government of our country pays more and more attention to the health care market. The main direction of macro policy is to reduce drug price and unnecessary treatment. In this context, the speed of drug renewal has been gradually accelerated, and the market scale has also declined in stages. The small and medium-sized pharmaceutical enterprises relying on the traditional marketing mode fall into the bottleneck of development, and the sales volume and net profit decrease significantly. Hongjitang Pharmaceutical Group Co., Ltd. is headquartered in Jinan, Shandong Province. Founded by Mr. Le Jingyu in 1907, it covers an area of more than 60000 square meters, has more than 600 sets of various pharmaceutical equipment, more than 500 front-line employees, more than 300 professional and technical personnel, and its annual sales volume remains around 500 million yuan. After 2013, the sales volume and net profit of hongjitang Pharmaceutical Co., Ltd. fell simultaneously, and the decline rate of net profit was higher than that of sales volume. It can be inferred that the company did not drive sales growth under the condition of high cost. This situation is common in similar enterprises. This study is based on case analysis, taking OTC products of hongjitang pharmaceutical industry as an example, to analyze the shortcomings and optimization strategies of the enterprise's marketing system. This paper first designs two temporal problem studies, and combines expert interviews and PEST analysis, and proposes eight shortcomings of hongjitang pharmaceutical marketing system. Among them, the problems of product strategy include the recession cycle of main products and the lack of selling points of "wing" products. The problems of price strategy include low single product profit and high terminal price. The problems of channel strategy include weak channel control and high channel profit. The problems of promotion strategy include low brand recognition and single promotion channel. In view of the above shortcomings, the optimization strategy is designed again. First of all, the article puts forward a series of packaging strategies to improve product selling points, so as to help hongjitang pharmaceutical industry cultivate new main products. Secondly, the article will put forward countermeasures to improve the profit proportion of hongjitang pharmaceutical industry by changing consumer expectations and reducing the profit requirements of drugstores. Thirdly, this paper designs strengthening strategies for marketing channels of hongjitang pharmaceutical. Finally, the article will start from the optimization of promotion means, and put forward the specific strategies and guarantee of talent team, information system, cultural construction, capital and business model innovation. Through the evaluation of the expert group, the optimization conclusion shows good utility, which can provide reference for similar enterprises.
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